|For plans that are currently inflight with end dates after June 2021, we recommend that members use the midyear annual forecast to understand any impact to the project’s goals.
As always, Geopath members should clearly disclose which data vintage is being used when sharing Geopath Audience Data with other members or clients. If this not provided, we recommend asking to ensure that the appropriate forecast was used.
What audiences will be available?
On June 14th, audience delivery metrics for 8,000+ demographic and consumer profile audiences will be available in the API. The Insights Suite will have 2,700+ demographic audiences available for all roadside media (including street furniture), and place-based media (excluding transit station media and airports) on June 14th, with the remaining consumer segments available on June 21st. The 2021 transit forecast (scheduled fleet and station media) will be released after committee review.
Please note, that the newly added consumer profiles will not be available in the January 2021 – December 2021 forecast as this forecast is no longer supported. Additionally, updates to inventory will only be reflected in the midyear annual forecast (June 2021 – May 2022) moving forward.
How can I access the 2021 midyear annual forecast?
The midyear forecast will be available in both the API and the Insights Suite. To access via the Insights Suite, select ‘Data Sources’ and choose “Forecast Jun 2021-May 2022” in either the Explore or Workspace module. On June 21st, this will become the default data source in both the API and Insights Suite. Additional documentation on how to access the 2021 midyear annual forecast is also available in the API Developer portal.
Will the Impression Variation Dashboard be updated with the midyear annual forecast?
Yes. The Impression Variation Dashboard will be updated with the 2021 midyear annual forecast on Monday, June 21st.
What updates to reach and frequency will be included in the midyear release?
The midyear annual forecast will include enhancements to the reach and frequency methods. These enhancements will include a more refined classification of the maximum reachable audience for out-of-home media and an improved method for quantifying the duplication across place-based and roadside media. These updates will address the higher-than-expected reach for some packages using the 2021 audience data.
With the increased precision of reach and frequency, users may observe changes in reported reach for some formats. For example, inventory on local roadways may have a lower maximum reachable audience because they draw audience from a smaller area of the marketplace resulting in lower reach and higher frequency.
Will additional annual forecasts be released this year?
Yes. While the midyear annual forecast release is a first for Geopath and the OOH industry, it directly aligns with Geopath’s goal of introducing increasingly granular forecasts released more often, reflecting changes in the marketplace as they happen. More frequent data releases also will enable Geopath to quickly deploy new and enhanced capabilities on a regular basis.